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How to Leverage Branded Podcasts for Employee Communication

How to Leverage Branded Podcasts for Employee Communication

Discover the power of branded podcasts for enhancing internal communication. Learn effective strategies for leveraging podcasts to engage and inform employees and elevate your corporate communications.
By
Alison Osborne
October 2, 2023
Contents

Podcasts have come a long way since 2004, but we’re still discovering the various ways brands can use them. 

One use that Quill is exploring is how branded podcasts improve a brand’s employee communication

This area is much less explored in the podcast space and one that you might’ve not heard of. Whether large or small, organizations need to have some sort of internal comms in place to increase employee engagement and retention. 

In a report done by Poppulo analyzing 2023 internal communications trends and professionals across various sizes of organizations, they found that more than 50% of internal comms professionals agreed that they do not have the right tools to do their jobs. 

The same report found that 69% of managers agreed that they feel uncomfortable communicating with their employees and 50% of employees are unsure of what their managers expect from them.

‍To bridge this gap, we present the branded podcast. 

"While it sounds incredibly touchy-feely, businesses need to engage the hearts of their employees. Podcasts can be a powerful way to do that, in the right situations, to provide increased access to leadership in a way that is very quick and easy to produce."

Casey Combest, CEO of Blue Sky Studios

Podcasts are a powerful tool for internal comms professionals to engage employees in an efficient and convenient medium. 

In this blog, we dive into the different ways companies are currently using branded podcasts for internal communications, the benefits of the medium, and expert advice for upper management to consider adopting a branded podcast for internal comms. 

How to leverage branded podcasts for internal employee communication 

There’s a time and place for emails, but when it comes to time-consuming emails, only a fraction of employees have the time to stay up to date. 

And we have the numbers to prove it. 

77% of employees opened internal emails, 37% of recipients read those messages and just 24% clicked through to see links or images. 

Unlike emails, podcasts are measurable, engaging, and easy for employees to interact with on the go. 

There are multiple ways to use podcasts for internal comms yet at the end of the day, it’s dependent on your organization and what you’re trying to achieve with your employees. 

But still, here are a few examples: 

Company updates

Use your branded podcast to disseminate important internal news, updates, and announcements. This approach ensures that employees are consistently informed about company developments, fostering transparency and trust.

74% of employees actually feel as if they’re missing out on company news. Give your employees short and value-packed updates on company news and happenings.

Employee introductions and spotlights

This one’s especially useful for global organizations. Let your employees get to know each other by featuring different individuals across various levels and departments of your organization. 

Deliver quick interview-style episodes where employees can share some things about themselves and their roles. It’s even been shown that employee productivity can increase by 25% when they feel connected to one another. 

Highlight the achievements, experiences, and stories of your employees through interviews or profiles. Recognizing individual contributions can boost morale and create a stronger sense of belonging. 

In fact, it was found that 80% of employees would work harder if they felt more appreciated.

Industry news

Keep your employees up to date with what’s happening in your organization’s respective industry.

  • What’s the latest news? 
  • What are some key insights that your employees might find helpful?
  • Are there any new trends employees should be aware of? ‍

When sharing industry trends or updates with your employees, make sure you include what’s in it for them. 

This tells employees exactly why this news is important for their day-to-day operations and prompts a sense of reflection. 

Leadership insights 

Feature interviews or discussions with company leaders, allowing employees to gain insights into their vision, leadership philosophies, and future strategies. 

This personal connection can inspire and motivate your workforce.

86% of employees and executives cite the lack of effective collaboration and communication as the main cause of workplace failures. On the other hand, teams who communicate effectively may increase their productivity by as much as 25%.

How should I distribute my internal podcast?

The distribution of the podcast is ultimately up to the brand. When most people think of podcasts, they think of highly public platforms like Spotify and Apple, but you don’t need to share your podcast amongst public networks for it to be a useful and entertaining communication tool. 

When thinking of internal comms, most brands prefer to keep their series private, reaching their employees only. Luckily, there are various platforms where brands can make their RSS feeds private. 

Here are some options:

Check out a full guide on how to release your podcast privately here.

Once you have your private feed set up, simply share the content through whatever channels your organization uses. Whether this is a message board, newsletter, group, etc. 

Create content your employees will want to listen to

We understand the temptation of an email blast, but at the end of the day, people are looking for convenience. 

Quality content that’s easy to consume will help keep your organization engaged and on the same page. 

"Podcasting will transform enterprise workforce engagement. Internal ‘town hall meetings will be streamed as live casts and available afterward as on-demand audio and video podcasts. Original podcasts will be created to better align workers with company leaders, goals, values, and news. Enterprise podcast adoption, corporate communications preferences, and consumption analytics will further solidify podcasting as a more modern and effective channel than email and corporate intranets. Another area of growth: corporate learning and development teams will begin the process of converting training materials to media-on-demand podcast series, delivering remote and in-transit employees with more convenient and secure mobile access to libraries of informational content."

Jen Grogono, CEO, uStudio

To be frank, you still have an audience for your series, even if it’s your employees. Producing an internal comms series still needs to be planned and executed like a normal podcast would be.

Think about who your employees are, and the type of content they will enjoy, and find a time that is convenient for them to listen. Then ensure that your audio quality is high, so it is seamless to listen to. 

Why not create something they look forward to hearing? 

Quill Tip:

If you’re looking for a turnkey solution to create a podcast to be proud of, check out our full article explaining the benefits of hiring a podcast agency to create your internal podcast.

Ready to level up your internal comms?

Leveraging branded podcasts for employee communication is a powerful and innovative strategy that can transform the way your organization engages with its workforce. 

By embracing this medium, you can create a dynamic and immersive channel for sharing information, fostering a sense of community, and reinforcing your company's values and culture.

Podcasts offer a unique opportunity to connect with employees on a personal level, allowing them to hear directly from leadership, subject matter experts, and colleagues. They can be a vehicle for storytelling, knowledge sharing, and celebrating achievements, all while making the communication process more accessible and enjoyable.

However, success in using branded podcasts for employee communication requires careful planning, quality content creation, and a commitment to ongoing improvement. It's crucial to understand your audience's preferences, tailor your content to their needs, and continuously seek feedback to refine your approach.

If you’re looking to create an internal podcast, reach out to our team.

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Branded Podcasts

How to Leverage Branded Podcasts for Employee Communication

Last updated on: 
October 2, 2023

Discover the power of branded podcasts for enhancing internal communication. Learn effective strategies for leveraging podcasts to engage and inform employees and elevate your corporate communications.

Podcasts have come a long way since 2004, but we’re still discovering the various ways brands can use them. 

One use that Quill is exploring is how branded podcasts improve a brand’s employee communication

This area is much less explored in the podcast space and one that you might’ve not heard of. Whether large or small, organizations need to have some sort of internal comms in place to increase employee engagement and retention. 

In a report done by Poppulo analyzing 2023 internal communications trends and professionals across various sizes of organizations, they found that more than 50% of internal comms professionals agreed that they do not have the right tools to do their jobs. 

The same report found that 69% of managers agreed that they feel uncomfortable communicating with their employees and 50% of employees are unsure of what their managers expect from them.

‍To bridge this gap, we present the branded podcast. 

"While it sounds incredibly touchy-feely, businesses need to engage the hearts of their employees. Podcasts can be a powerful way to do that, in the right situations, to provide increased access to leadership in a way that is very quick and easy to produce."

Casey Combest, CEO of Blue Sky Studios

Podcasts are a powerful tool for internal comms professionals to engage employees in an efficient and convenient medium. 

In this blog, we dive into the different ways companies are currently using branded podcasts for internal communications, the benefits of the medium, and expert advice for upper management to consider adopting a branded podcast for internal comms. 

How to leverage branded podcasts for internal employee communication 

There’s a time and place for emails, but when it comes to time-consuming emails, only a fraction of employees have the time to stay up to date. 

And we have the numbers to prove it. 

77% of employees opened internal emails, 37% of recipients read those messages and just 24% clicked through to see links or images. 

Unlike emails, podcasts are measurable, engaging, and easy for employees to interact with on the go. 

There are multiple ways to use podcasts for internal comms yet at the end of the day, it’s dependent on your organization and what you’re trying to achieve with your employees. 

But still, here are a few examples: 

Company updates

Use your branded podcast to disseminate important internal news, updates, and announcements. This approach ensures that employees are consistently informed about company developments, fostering transparency and trust.

74% of employees actually feel as if they’re missing out on company news. Give your employees short and value-packed updates on company news and happenings.

Employee introductions and spotlights

This one’s especially useful for global organizations. Let your employees get to know each other by featuring different individuals across various levels and departments of your organization. 

Deliver quick interview-style episodes where employees can share some things about themselves and their roles. It’s even been shown that employee productivity can increase by 25% when they feel connected to one another. 

Highlight the achievements, experiences, and stories of your employees through interviews or profiles. Recognizing individual contributions can boost morale and create a stronger sense of belonging. 

In fact, it was found that 80% of employees would work harder if they felt more appreciated.

Industry news

Keep your employees up to date with what’s happening in your organization’s respective industry.

  • What’s the latest news? 
  • What are some key insights that your employees might find helpful?
  • Are there any new trends employees should be aware of? ‍

When sharing industry trends or updates with your employees, make sure you include what’s in it for them. 

This tells employees exactly why this news is important for their day-to-day operations and prompts a sense of reflection. 

Leadership insights 

Feature interviews or discussions with company leaders, allowing employees to gain insights into their vision, leadership philosophies, and future strategies. 

This personal connection can inspire and motivate your workforce.

86% of employees and executives cite the lack of effective collaboration and communication as the main cause of workplace failures. On the other hand, teams who communicate effectively may increase their productivity by as much as 25%.

How should I distribute my internal podcast?

The distribution of the podcast is ultimately up to the brand. When most people think of podcasts, they think of highly public platforms like Spotify and Apple, but you don’t need to share your podcast amongst public networks for it to be a useful and entertaining communication tool. 

When thinking of internal comms, most brands prefer to keep their series private, reaching their employees only. Luckily, there are various platforms where brands can make their RSS feeds private. 

Here are some options:

Check out a full guide on how to release your podcast privately here.

Once you have your private feed set up, simply share the content through whatever channels your organization uses. Whether this is a message board, newsletter, group, etc. 

Create content your employees will want to listen to

We understand the temptation of an email blast, but at the end of the day, people are looking for convenience. 

Quality content that’s easy to consume will help keep your organization engaged and on the same page. 

"Podcasting will transform enterprise workforce engagement. Internal ‘town hall meetings will be streamed as live casts and available afterward as on-demand audio and video podcasts. Original podcasts will be created to better align workers with company leaders, goals, values, and news. Enterprise podcast adoption, corporate communications preferences, and consumption analytics will further solidify podcasting as a more modern and effective channel than email and corporate intranets. Another area of growth: corporate learning and development teams will begin the process of converting training materials to media-on-demand podcast series, delivering remote and in-transit employees with more convenient and secure mobile access to libraries of informational content."

Jen Grogono, CEO, uStudio

To be frank, you still have an audience for your series, even if it’s your employees. Producing an internal comms series still needs to be planned and executed like a normal podcast would be.

Think about who your employees are, and the type of content they will enjoy, and find a time that is convenient for them to listen. Then ensure that your audio quality is high, so it is seamless to listen to. 

Why not create something they look forward to hearing? 

Quill Tip:

If you’re looking for a turnkey solution to create a podcast to be proud of, check out our full article explaining the benefits of hiring a podcast agency to create your internal podcast.

Ready to level up your internal comms?

Leveraging branded podcasts for employee communication is a powerful and innovative strategy that can transform the way your organization engages with its workforce. 

By embracing this medium, you can create a dynamic and immersive channel for sharing information, fostering a sense of community, and reinforcing your company's values and culture.

Podcasts offer a unique opportunity to connect with employees on a personal level, allowing them to hear directly from leadership, subject matter experts, and colleagues. They can be a vehicle for storytelling, knowledge sharing, and celebrating achievements, all while making the communication process more accessible and enjoyable.

However, success in using branded podcasts for employee communication requires careful planning, quality content creation, and a commitment to ongoing improvement. It's crucial to understand your audience's preferences, tailor your content to their needs, and continuously seek feedback to refine your approach.

If you’re looking to create an internal podcast, reach out to our team.

Alison Osborne

Director of Growth Marketing

A passionate storyteller, Ali is Quill’s Director of Growth Marketing, previously the co-founder and CMO of the branded podcast agency, Origins Media Haus (acquired by Quill). She excels in merging creativity with data in order to successfully build and grow a brand.

Platform
Price
Pro’s
Con's
Anchor

Free

  • Easy to use
  • Automatically distributes your podcast to major platforms.
  • Embed media player.
  • Great if podcasting is a
    side hobby
  • Very basic editing
  • Since it’s a free tool, you don’t have full control over the monetization of your podcast.
  • Not the right platform for people taking podcasting seriously
Buzzsprout

Free for 2 hours of content per month

$12 for 3 hours per month

$18+ for 6 hours and up

  • Very user-friendly
  • Caters to both long term and beginner podcasters
  • Advanced analytics
  • Easy distribution of your episodes
  • They measure their size requirements to hours not megabytes
  • Bonus: get a free $20 Amazon gift card when you sign up for any paid hosting plan!
  • Advanced features like dynamic ad insertion need some work
Libsyn

$5/month for Monthly Storage 50mb

  • Oldest podcast hosting site.
  • Easy distribution to major platforms and great for scaling once your podcast gets bigger.
  • Hosted over 35,000 podcasts.
  • An iTunes Podcast partner.
  • Allows you to publish your podcast to specific directories.
  • Embed media player.
  • Price is based on storage
  • 50mb storage for $5 won’t be enough if you are publishing weekly so you’ll end up with a higher price point
Podbean

Unlimited audio package: $9/month

Storage space:

Unlimited

  • Great support & customer service features
  • Unlimited audio.
  • Pages are easy to customize
  • Can schedule podcast release dates.
  • Easy to use.
  • Uploads and changes to podcast titles and/or descriptions are automatic to Spotify.
  • Embed media player.
  • Simple Analytics
  • Analytics aren’t as advanced as other platforms
  • Upload and changes to podcast titles and/or descriptions take a day to change on iTunes.
  • Not an iTunes podcast partner.
  • The process to send a podcast to iTunes is more tedious. But, you will still be able to get on the platform.
Blubrry

Classic

$5/month

Monthly Storage

50mb

  • Podcast Wordpress plugin and management.
  • If you want to record a new introduction or conclusion, add in a sponsored ad or upload a new version of a podcast, it doesn't count towards your storage usage per month.
  • Blubrry allows a 25% storage overage each month
  • Prices are based on storage.
  • Usability is okay.
SimpleCast

Starting: $15/month

Recommendation: $35/month

Monthly Storage: Unlimited

  • Hosts your audio files no matter what the size!
  • Dynamic insertion for podcast ads or edits.
  • Incredibly detailed analytics including number of episodes completed and listener location tracking.
  • Embed media player.
  • Easy to use.
  • Great distribution! Easy access to all major podcast platforms.
  • Customizable podcast
    website.
  • Prices are slightly higher than other platforms, but well worth it especially if you have a branded company podcast!

Looking to generate reach, leads, and measurable results?

Chat with our experts about your podcast

chat with ouR team